Online Advertising ROI: 3 Useful Metrics

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Online advertising ROI
Acquisition is the top goal. It can be in the form of registrations, transactions, ad views, etc. © Promise Media

Online advertising ROI or return on investment is a major consideration for anyone focused on response rates more than branding.

Response and branding are the two primary benefits of any advertising campaign.

Online ROI is difficult to track for branding because the results are not always immediate or directly measurable if the goal is brand awareness or offline sales. Continue reading “Online Advertising ROI: 3 Useful Metrics”

Simple Chart Puts Revenue and Audience into Context

A simple chart offers useful insights about audience and revenue based on the time of the year.

A simple chart offers useful insights about audience and revenue based on the time of the year.

Just comparing the most recent month with the previous month is often misleading because it takes the numbers out of context. It also ignores factors that vary from month to month but often don’t vary from year to year. Continue reading “Simple Chart Puts Revenue and Audience into Context”

Online Productivity Separates Success From Failure

Google, Facebook and other online companies succeed in large part because of productivity.

Google, Facebook and other online companies succeed in large part because of productivity.

Productivity is an old word in business. It’s another way of describing efficiency, especially cost efficiency.

Anyone who spends time on Google or Facebook or reading about them will see the results of their high levels of productivity all over the place. They include:

  1. Low prices in advertising
  2. Massive market share
  3. Automated customer service
  4. Nearly legendary staff work hours

Continue reading “Online Productivity Separates Success From Failure”

Product Strategy Balances Desktop and Mobile

A site product strategy that balances desktop and mobile versions will improve time management and return on investment.

Websites rarely have the same amount of desktop and mobile visitors. Likewise, they rarely have the same amount of desktop and mobile ad revenue, transactions or other forms of income. But large differences can reveal weaknesses in either platform, especially mobile.

So the first step in developing a site product strategy is research by the publisher into the two platforms that identifies how much audience and revenue each one is producing. Continue reading “Product Strategy Balances Desktop and Mobile”

Free Website Publishing Exists for Any Business

Free website publishing is available for any small business. But is it worthwhile?

Free website hostingFree website publishing is available for any small business. But is it worthwhile?

In brief, it depends on the business needs. Looking at the free options is a good place to start.

A small site requires work at building, marketing and maintaining. Free marketing and technology tools are available. The actual building and maintaining come at a cost of labor.

Continue reading “Free Website Publishing Exists for Any Business”

Website Value Best Determined By Its Profit

Web publishers often debate website value, but they tend to focus on the wrong number. The wrong number is revenue.

website profit
© 2016 by Scott Bateman

Web publishers often debate website value, but they tend to focus on the wrong number.

A common practice is to base the value almost entirely on revenue, but it is profit that reveals much more about a site’s true worth.

The price for a publicly traded stock of a major business is about 15 times its earnings or profit at the time of this writing.

Corporations also measure value using revenue, the revenue metric doesn’t matter so much when a company is losing $1 billion a year. A website is a business and is best measurable the same way. Continue reading “Website Value Best Determined By Its Profit”

10 Steps for Promoting Your Business Online

Local businesses have a compelling need to advertise their existence to attract customers in order to grow and stay profitable. These days they also have a compelling need to advertise online.

It is easy to imagine that most businesses will find that local online advertising is both necessary and even quite inexpensive to do.

The hard part is knowing where to begin and how to do it right. Continue reading “10 Steps for Promoting Your Business Online”